Blue Chip's initial focus will be on LittleBigPlanet and Ratchet & Clank, as well as the God of War and Gran Turismo franchises. Target categories will include apparel, toys, collectibles, posters and sporting goods, while there will be a strong push for consumer cross promotions.

"We are absolutely delighted to be working with Target Entertainment Group and Sony Computer Entertainment Europe on extending the reach of their software IPs into other consumer products categories," said Anthony Harvey, CEO of Blue Chip Brands. "We are all about representing blue chip clients and they don't get much better than Sony."